The world belongs to those who take care of it. Using this as an ethos for their business strategy, more and more brands are joining the sustainable model. The time has also come for the Australian footwear brand UGG to demonstrate its commitment to the fight against climate change and environmental protection and has recently shown its concern for the environment with its new line called “Feel Good”. The well-known UGG boots are a style of boot made of sheepskin, originating from Australia and New Zealand. They are boots that have prioritized comfort and warmth in their style, with an inner fleece lining and a fur exterior. This style of boot became iconic in the mid-2000s, becoming a staple of women's footwear in North America today. What is the Objective of the Feel Good Campaign? One of the main lessons learned from the COVID-19 crisis is the need to prepare for the unexpected. The growing complexity of the international environment, in which geopolitics, increasing regulations and natural disasters associated with climate change are becoming increasingly important, means that companies need to monitor and try to anticipate possible future disruptions in their businesses. This monitoring of what is happening “outside" the organization is accompanied by the need to analyze the "internal" points of vulnerability. In this sense, one of the areas that companies are focusing on is the supply chain.
UGG’s sustainability platform is dedicated to its social responsibility strategy and monitoring its supply chain operations. It communicates its commitment to people and the planet and wants to enable consumers to find information about its products, initiatives and sustainability efforts so they can really feel positive about their UGG purchase. UGG believes in the utmost transparency and wants its customers to join along in its sustainability journey. Valuing skilled workers, UGG has a strong ethical supply chain, ensuring that all its partners are audited annually against the criteria of the International Labor Organization's Code of Conduct for Suppliers in the supply chain. What is UGG's Commitment to the Environment? UGG strives to be a regenerative company. It recognizes the importance of preserving the planet for future generations and therefore is taking steps to understand and minimize the environmental impact of our operations, and works with local governments and expert partners to implement projects that drive positive change in the world we live in. This includes maximizing the number of preferred materials and working with partners such as the Savory Institute on regenerative agriculture. The Deckers Group brand first demonstrated its commitment to green fashion with its “Plant Power Collection” which revisits some of the brand's most iconic shoes, making them start from plant-based materials that allow it to produce new collections without carbon emissions. UGG has also chosen to reinterpret the model in a sustainable way with “Fuzz Sugar”, a collection of sandals and Neumel Natural ankle boots, available in different colours and made with renewable sugar cane, natural hemp, cacciù hevea and TENCEL™ fibres that come from eucalyptus.
All these raw materials are produced by responsible and certified farms, such as the Forest Stewardship Council (FSC), guaranteeing the brand's environmental sustainability without sacrificing quality. Thanks to the Fuzz Sugar debut, UGG began its commitment to replacing materials that were produced by oil processing and replacing the skins with natural textile fibres. UGG also uses Leather Working Group-approved leather for its shoes. This choice, in addition to consolidating the brand and its notoriety, also strategically broadens its target consumers, who are increasingly attentive to sustainable scenarios and all its derivations.